My Role: Creative Director, UX Design Lead
Team: Kaitlyn Taylor (Creative Direction), James Clark (Graphic Design)
Deliverables: Brand Identity, Logo System, Web Design, Creative Direction
Team: Kaitlyn Taylor (Creative Direction), James Clark (Graphic Design)
Deliverables: Brand Identity, Logo System, Web Design, Creative Direction
The Mission
When my Executive MBA classmate told me she was launching The Boob Bus, a mobile mammogram clinic designed to bring affordable, accessible breast screenings directly to workplaces, events, and communities, I immediately knew I wanted to be part of it.
Her mission was deeply personal: several women in her family had been affected by breast cancer, and her grandmother’s passing became the driving force behind creating a service that could save lives through early detection. The bus would also provide genetic testing and women’s wellness services like Botox and fillers, making preventive care approachable rather than clinical.
My Role
She came to me first to help shape the vision, tone, and identity of this brand, from naming explorations to logo direction to web presence.
As Brand Director, I:
As Brand Director, I:
Led creative strategy and storytelling around accessibility and empowerment.
Hired and directed James Clark as the lead graphic designer.
Defined the brand’s personality: approachable, confident, feminine, and bold.
Designed the website wireframes and layout, guiding user flow for bookings, event scheduling, and mobile care education.
The Challenge
When Rena, a classmate from my Executive MBA program, told me she was launching a mobile mammogram service called The Boob Bus, I immediately knew this would be a brand unlike any other.
Rena had lost her grandmother, Nora Jean, to breast cancer, and several other women in her family had faced the same diagnosis. This bus was more than a business; it was a tribute to the women who came before her. She wanted to build something that would honor their legacy through accessibility, warmth, and courage, a way to make mammograms convenient, affordable, and stigma-free for women everywhere.
But there was a unique challenge:
We live in a conservative, predominantly Mormon community, where a name like “The Boob Bus” could easily cross the line from bold to inappropriate. The name was non-negotiable; it carried the humor and humanity that Rena loved, but the brand needed to be handled with care.
We live in a conservative, predominantly Mormon community, where a name like “The Boob Bus” could easily cross the line from bold to inappropriate. The name was non-negotiable; it carried the humor and humanity that Rena loved, but the brand needed to be handled with care.
So the creative challenge became this:
How do we make a brand called The Boob Bus feel elegant, medical, and trustworthy, while still embracing wit, personality, and the spirit of Nora Jean?
How do we make a brand called The Boob Bus feel elegant, medical, and trustworthy, while still embracing wit, personality, and the spirit of Nora Jean?
The Approach
As Brand Director, I led the strategy and creative vision from the ground up, shaping how this idea would show up in the world across logo, web, and physical experience.
From the start, my goal was to merge vintage femininity (a nod to Nora Jean’s era) with modern confidence and clarity. The result needed to feel like a cross between a mid-century beauty ad and a contemporary women’s health brand — approachable, aspirational, and a little cheeky.
I brought in James Clark as our graphic designer, and together we spent hours whiteboarding, sketching, and concepting what this could become. We weren’t just creating a logo; we were building a cultural bridge, something that could make breast health feel less taboo and more empowering.
The Creative Direction
We explored a visual world that felt both retro and refined, pulling from vintage travel posters, medical packaging from the 1950s, and Nora Jean’s personal aesthetic, soft curls, lipstick, and quiet strength. The look became a love letter to that generation, brought forward with a modern twist.
Our brand direction came to life through four design pillars:
Elegant Typography
We tested a range of typefaces, from the modern curves of Lust Sans and Heimat Display to the mid-century flair of Dunbar Tall, ultimately balancing legibility and personality
The typography had to feel confident but not clinical, feminine without being frivolous.
We tested a range of typefaces, from the modern curves of Lust Sans and Heimat Display to the mid-century flair of Dunbar Tall, ultimately balancing legibility and personality
The typography had to feel confident but not clinical, feminine without being frivolous.
Symbolism That Speaks
The concentric-circle motif became our signature, subtly nodding to both bus wheels and breasts without feeling suggestive.
The concentric-circle motif became our signature, subtly nodding to both bus wheels and breasts without feeling suggestive.
This playful geometry made the brand recognizable and clever without ever crossing the line.
A Purposeful Palette
A vibrant hot pink celebrated femininity and visibility, while teal blue (a color associated with ovarian cancer awareness) balanced the palette with credibility and calm. Together, they reflected both sides of the brand — compassion and courage.
A vibrant hot pink celebrated femininity and visibility, while teal blue (a color associated with ovarian cancer awareness) balanced the palette with credibility and calm. Together, they reflected both sides of the brand — compassion and courage.
Tone of Voice: Classy with a Wink
We shaped the messaging to feel educational, empowering, and lightly irreverent — a voice that could comfortably say “mammograms made mobile” while still winking at the name.
We shaped the messaging to feel educational, empowering, and lightly irreverent — a voice that could comfortably say “mammograms made mobile” while still winking at the name.
The Outcome
When we finally presented the full brand and bus design to Rena, she burst into tears.
In that moment, The Boob Bus stopped being a concept and became something real, the culmination of her family’s story, her education, and her purpose. She said she could see her grandmother, Nora Jean, in every part of it: the vintage tones, the graceful typography, the feeling of pride and legacy woven through each design choice.
It was everything she had dreamed of — a brand that honored the women in her family while empowering women everywhere to take control of their health.
The final creative direction struck the exact balance we set out to achieve:
Bold enough to stand out in a conservative market.
Refined enough to be taken seriously in the medical space.
Emotional enough to move its founder to tears.
For me, this project was a reminder of why I do what I do, how design, at its best, can turn grief into purpose, and ideas into impact. The Boob Bus is now more than a brand, it’s a movement on wheels, a modern tribute to Nora Jean, and proof that thoughtful creativity can make even the most daring ideas feel beautiful, human, and true.
